Want to create something memorable? We break down how to do it.

“Making money is art and working is art and good business is the best art” – Andy Warhol

L’Oréal’s “Because You’re Worth It”, Nike’s “Just Do It” and Subway’s ’ “Eat Fresh” all have one thing in common. They’re catchy slogans. You know the brand they’re associated with even before hearing the company name. They caught on.

As a new business, a good slogan can be an essential marketing tool. Your slogan should emphasise or enforce your brand’s identity. It can give meaning to your name and therefore bridge the gap between the consumer or client and your company. If you want to be relatable and tap into the emotions of your customers, you’ll need to put a lot of thought into your slogan.

How do you write a slogan?

[br]Six tips on how to create a slogan that sticks


Firstly, it’s best to brainstorm before starting any business project. Brainstorming improves your critical thinking and problem-solving skills. It also helps with identifying your goals, builds team relationships and gets you out of your head. A brainstorm can be anything from scribbling your ideas on a whiteboard or in a diary, or even getting a group of people together and sharing your thoughts.[br]

Make it memorable

To make your slogan memorable, you should ensure it’s only three to five words long. You’ll also need to be aware of who your target audience is, for example whether you’re trying to speak to 20-somethings or 50-somethings. Where your customer lives might also affect how your slogan is interpreted: humour and language vary across the world.[br]

Differentiate your brand

[br]Create a unique brand identity. If you want a customer to choose your product over another company’s similar one, you need to ensure yours has a point of difference. What is it that sets you apart? Do you offer customers a better deal than your competitors? Do you have different perks? Or is your product brand new to the market? Figure out your points of difference and try and incorporate this message into your slogan.

Impart positive feelings about the brand

[br]Ensure your slogan speaks positively about your brand and evokes good emotions in the customer. People want things to make them feel good, which is why the best branding keeps things upbeat.  Skittle’s “Taste the Rainbow” and Nike’s “Just Do It” are both brilliant examples of this. They talk about consumer experience: “eat good food” and “just get up and do it” touch on the important parts of the human experience, eating and exercising. They want us to feel good and they succeed in that.[br]

Strike a chord

[br]Get your target audience to think. Touch on a topic that means something to them and makes them see things in a new light or gives them perspective. Alternatively, make them feel like they’re part of a community by tugging on their heartstrings.[br]

Get feedback

Feedback can improve customer experience, which then leads to more active consumers. If the product relates to them, you’re more likely to generate income. Ask your friends, colleagues and family what they think of your slogan. Or even better, ask unbiased people so you know you’re getting an honest answer. What could you improve? What emotions does it evoke in them? How does it make them perceive your brand? Try and source feedback from a variety of people to get a wide selection of advice.[br]

Creating your slogan: Some tools to get you started


If you need a bit more assistance with creating your company slogan, or don’t quite know where to start, these are good tools to use



If you have a catchy or creative word you’d like to include in your slogan, but don’t know how to flesh it out into a full-blown concept, this is a great tool. Simply enter the word you want to use, and Shopify will turn it into a catchy phrase. For example, enter the word “Happy” and Shopify produces more than 1000 slogan options. From “Wrapped up with Happy” to “Happy is Back”, there’s an option out there to suit your business.


Fiverr is a great go-to for finding freelancers who can work for you. While you will have to spend money, the Fiverr hub provides ample freelancer options to suit your business and budget. There’s a star rating for each freelancer, so you can pick either the cream of the crop (five stars) or perhaps opt for someone with a little less experience but a cheaper price-tag and a four-star rating.


Very similar to Shopify’s slogan generator, Getsocio asks you to enter a keyword for slogan generation, too. Explore your options by entering different business-relevant keywords and find a slogan that works best for and is unique to your business.

The next step

While creating a slogan is important for your brand, your first step on the start-up journey is registering your company. If you need help forming your company, The Formations Company can guide you through the start-up journey. From becoming a limited company to opening a bank account and sorting your business mail, we’d love to be your formations agent.

Compare Our Formation Packages